Advertising Project

Section: BBA III- K

Submitted to: Haadiah Yasir

Submitted on: 11th May 2021

Submitted By:
Shehlale Shahbaz

Mirza Sharukh Baig

Ghulam Mehmood

Muhammad Ahmed

Wafa Arzani

Huma Khan

Ameera Amir
Product Assigned
The work has been divided amongst all the group members in the following order:

Members Work Division

Mirza Sharukh New facet of adv + brand im

Ahmed Khan Target audience
Huma Khan Perceptual Mapping
Shehlale Shahbaz Brand Imperatives + Gif ad
Wafa Arzani Media Strategy
Ghulam Mehmood Message Strategy
Ameera Amir Story board + print ad
 Facet of advertising effect:

Perception Facet

Since spinbuster is a new entrant in the market, it requires a contact point so that awareness can be
created by engaging and getting attention in order to make a long-lasting impression on the audience.
Essentially the idea is to create awareness of the brand since it’s something that is launched in the market
for the first time and in order to ensure that people notice the brand Perception Facet will be used.

For our advertisement campaign to be effective, the brand needs to be seen and heard first.

In order to make people notice our brand, we will incorporate exposure as a driver so that the consumers
are able to notice the brand and will be reached through a message. Furthermore, Spinbuster will also be
using the driver of selection and attention where we will be using endorsement appeal to grab the
attention of the consumers.

Persuasion Facet

Spinbuster intends to influence or motivate the audience by giving the message in such a way that they
start believing. For the audience to believe, both attractive and compelling arguments will be placed
where the advertising campaign will have a celebrity namely, Fawad Khan to endorse the product to gain
more attention from audience. Furthermore, we will also be using the rational appeal by giving out
information of the product such as it is multi-task brush that has changeable front head for different sizes
of brushes and a built-in air freshener as well.

Influence component will be used by gaining customers loyalty by giving them aftersales services and
motivating them by showing our product’s effective and efficient cleaning mechanism. Persuasion
essentially uses believability as a component to increase its reach, which will be something that s
Spinbuster will be using since we will be using our advertisement campaign to make our customers
believe in us.

Association Facet

Association facet is that one attribute that comes into to the consumer’s mind when the brand is talked
about. It will be another important facet since we as a brand are associating ourselves with effective and
efficient cleaning experience with great value for money

Conditioning will be a component that we will constantly use in our advertisements where we will show
our consumers that our product will give a multipurpose cleaning experience and giving them offers and
discount opportunities This concept will be shown in all our marketing campaigns. We are also focusing
on symbolical representation of our product which will show a multi-tasking product.
 Target audience:

Segmentation:

Demographic segmentation:

The targeted demographics are gender, age, and income, the product has no link with race or

ethnicity hence neither of those categories are taken into account.

Geographic segmentation:

Pakistan, Punjab, Mainly Lahore City and then moving towards the rural areas.

Psychographics segmentation:

Social class and lifestyle are the considered psychographics for Robin bleach as they play an essential role
in the marketing of the product.

 Gender

Since Robin bleach is used to wash clothing, it affects both men and women.

 Age

Robin bleach is mostly marketed to housewives and working mothers. As a result, the age range is 18 to
50 years old.

 Religion

There are no religious barriers.

 Income

Since robin bleach is a low-cost commodity, the target audience's income level is likely to be normal.
Easily affordable to the lower and middle class

 Social class

Targeting lower and middle class.

Targeting and profiling

Keeping populations, psychographics, and behavioral trends in mind. The commodity is aimed mostly at
housewives and mothers, as shown by the television advertisements. Aged 25-50, the product's price is set
very low in comparison to its rivals, and it can be used to raise visibility

Since children are change agents that influence the behaviors of their elders, Robin Bleach may also
target children. This would cause the young people to spread the word about our service to the decision-
makers in their homes, persuading them to use it. Our target market includes people who are more
concerned with consistency. Our marketing campaigns would be targeted directly at people who prefer
bleach over washing powder.

Marketing mix

Product: Robin bleach is the chemical in question. It's a liquid bleach that keeps the fabric's color vibrant
even after many washes. It adds extra whiteness to your clothes while keeping them fragrant and new.

Price: A liter of Robin bleach costs  425RS, while 500ml costs 245RS. The company's costs are low in
comparison, giving the buyer an advantage. Since Robin bleach is not a high-priced commodity, the
target audience's income level is likely to be normal. We'll have deals and a buy one, get one free deal.

Place: Robin bleach can be sold through various outlets, such as online markets. The bleach will be
supplied at wholesale rates to dealers who will then supply it to customers.

Promotion: Celebrities such as Fahad Mustafa and Wasim Akram would be used to promote public
relations. Billboards and tv advertisements can be used to market the product.
 Perceptual mapping:

Perceptual Mapping:

Spinbuster will use perceptual mapping to analyze and visually represent the position of its
competitors. As Spinbuster’s USP are providing customers value for money and a multi-tasking
product that provides effective cleaning and air-freshener. So, it will be very much cost effective
and as it is rugged and we have focused on the quality of our product so on this map, we are
comparing with our competitors in terms of price and quality.

High price

High quality Low quality

Cleaning solutions

Harpic

Spinbuster

Low price
 Brand Imperatives:
Brand identity

Brand identity possesses all those factors that a consumer can feel from using all five senses such as
jingles, logo, packaging etc.

Packaging:

Our brush will be packaged in a way that provides utmost safety so that no damages will be caused to the
product during purchasing and placing in markets or shelves. With an attractive holographic cover in
vibrant colors. Our blue color pallet is meant to represent meanings of depth, trust, loyalty, sincerity,
confidence, stability and faith.

Name:
Spinbuster

We decided to go with this name as it truly represents what our brand stands for because the word buster
represents the exterminator of germs, the eradicator of smell and odor as well as the buster of dirt leaving
your floors and bathrooms spick and span.

Logo
 Slogan and tagline:

Tagline: Clean to the core

Slogan: “Give your home a chance to shine”

Our tagline or slogan portrays our main objective for this product that is to create the need of this brush as
it will completely change your cleaning experience and give your home, floors and bathrooms a chance to
look clean and germ free.

Brand position

It is how consumers define the product or brand relative to its competitors.

Spinbuster intends on placing the product at all local and general stores in all the cities,
especially those areas where low to middle class income groups reside as consumers can visit
these stores to purchase for their day to day groceries. So that everyone who feels the need of
buying the brush can easily access it as it will be considered an everyday household item.

Brand positioning

Spinbuster will be the first local cleaning tool that offers a cleaning tool and a smell eradicator all in one.
It will serves the purpose of ease through this two in one feature to give your home the utmost cleaning
experience in an affordable price. We followed 3 steps in order to successfully position the brand in the
minds of the consumers

1) The Product Features and Attributes: The product is focused solely on its features which are the
benefits of using a deep cleansing brush head alongside an eradicator to get rid of the unwanted stench of
bleach that too at such a low price compared to its competitors.

2) Competitive Edge: The differentiation factor for our brush versus the pre-existing brushes in the
market is that spin buster comes at a relatively cheaper price as opposed to its competitors, which is only
Rs.380. Most brushes in the market are retailing at Rs.500-1500 and above and the imported ones are
priced even at a greater price than that. Thus, providing quality, two in one features, price affordability
and large-scale availability of the product.
3) Locating in Mind of the users: For our target audience to locate this product in their minds, they will
locate it how spinbuster is all about an affordable price range, being readily available at their nearest
general grocery stores. Our brush tool is budget friendly and promises to give your homes the ultimate
cleaning experience.

Brand promise:

We are not your regular cleaning brush company. We promise our customers an immaculate
cleaning experience by our cleaning brush “spinbuster” that not only effectively provide cleaning
but also has a built-in air freshener with aromatic fragrance for overcoming the strong smell of
bleach.

e) Brand image

Our brand image includes the satisfaction of our customers by giving them most affordable and
efficient aftersales services. As our brand promise has created value to our customers, it gives us
a favorable edge over our competitors. Customer feedback and support helps to keep our
customers loyal to us.

f) Brand personality

Our brand personality is to be trendy and exciting in market as we are offering a product with
unique characteristics. We are associated with most of middle-class people who are looking for
great value for money. We provide different sizes of brushes and air-freshener in one product
which give value to it and is very much cost effective to the customers. Our product is also very
much reliable and rugged which too attracts the customers who are looking for a product with
reasonable price and can be used for long time period.
 Media strategy:

Our advertising objectives will be aligned with our marketing objectives. Since we are using perception
as a facet, the first MARCOM objective of our ad campaign will be to increase awareness of the new
Spinbuster. We will be doing so by showcasing our tagline i.e. “Clean to the Core!” and our brand slogan
i.e. “Give your home a chance to shine!”. These will act as attention grabbers coupled with the audiences’
concerns that we will choose to address in our advertisements.

Robin bleach has a very strong smell of the chemicals it comprises, and through Spinbuster and its built-
in air freshening technology, it will rid the surface of the smell of the bleach. This will also give a sense
of relevance and association with the brand through the concerns it will showcase. Subsequently this will
also connect to consumers on a personal level and relevancy is created in such a way where the audience
can actually connect to the idea.

Furthermore, Bleach is a harmful chemical and must never be used without an instrument. The Spinbuster
will not only act as that instrument but will also deep clean surfaces with the multiple heads it comes
with. The advertisement will have an information function which will state the harmful effects of bleach
and aid the persuasion facet and give a demonstration as to how the Spinbuster will work.

The main objective of this media strategy is to imprint the use of the product in the audiences’ minds. The
advertisement will have the product endorsed by Fawad Khan to add an element of credibility. Fahad
Mustafa has a large audience of mainly women that watch his game shows and morning shows on
television.

Media Selection

We will be using different mediums to advertise and make people aware of our brand. Television is
considered more influential because people trust it more than the other mediums because of TVCs being
able to engage the audiences’ visual and auditory senses. We will be using television for our TVC ads as
it is still the most popular medium to advertise. The advantage of using TVC ads is because it reaches a
larger audience and people pay more attention to the visuals and this creates a high engagement rate.

Billboards will also be used in high traffic areas to spread awareness among the people. This media
platform is also very powerful as it will allow the company to reach a wide range of audience. As people
will encounter the same billboard multiple times, it leaves a lasting impression on their mind.

We will also be using online advertising as it is a cost-effective method to reach larger audiences. We will
be using different social media platforms for this purpose. These platforms are widely used among the
audience and are very effective in the message the audience

Vehicle Selection

Television:

To reach the broader audience and for effective advertising of our band, we are planning to make TVC
ads. These ads will be aired on popular channels that are watched by women and housewives such as:
Hum TV, Masala TV, Urdu 1, ARY Digital and Geo TV.

Time and Place of ad:

TVC ads would be confined to 30-45 seconds slot and we will place our ads between cooking shows

Channel Time

Hum TV Mon-Sun: 8am - 10am and 8pm - 11pm

 Masala TV Mon-Sun: 4pm - 7pm

Urdu 1 Mon-Sun: 8pm - 11pm

ARY Digital Mon-Sun: 8am - 10am and 8pm - 11pm

Geo TV Mon-Sun: 8pm - 11pm

Online Advertising:

For online advertising, we will use different social media platforms, including Facebook, Instagram, and
YouTube. We will share our ads and other necessary information using these platforms. Our ads will be
shown on trending videos on YouTube in Pakistani region.

For Facebook we will use 1-minute video ads. Segments targeted there would be women from the age of
25 above. The same would be done for Instagram, we will use insta stories and sponsored ads for our
intended audience.

For YouTube banner ads will be used and short sponsored clips in the beginning of videos. They would
be shown to our target market i.e. adult females above the age of 25.

Billboards:

Billboards are essential for grabbing the attention of consumers, and for this purpose we will be using
billboards. Billboards containing our print ads will be displayed in Defence, Clifton, Johar Town,
Shahrah-e-Faisal and other high traffic areas of Karachi, Lahore and Islamabad and Faisalabad. Installing
these billboards time and again for 3 weeks in alternate months should be sufficient.
Budget:

Total budget allocated for advertising the Spinbuster is PKR 4 Million.

Breakdown of the budget is as following:

Vehicle Budget

TVC 1.5 million

Social Media Sponsored Ads 0.5 million

Billboards 2 million

Message strategy
Message objective

While giving the message we will make sure that the right message is given to the targeted audience of
our product and also it has been reached to them as we want. There will be different types of message
objective.

One of the message will be to grab the attention of the viewers by solving their major problem of cleaning
the house very easily with the help of spinbuster as know it will become very easy for them to clean all
the places in house weather it is flour, walls, clothes, toilet or anything in the house. As the consumers
will be using robin bleach which have the strong smell so by this spinbuster they will be able remove the
smell and add fragrance to the environment which is already installed in the product.

The message objective of the ad will be to create the personal relevance with the audience as in the ad we
will be showing how people are facing problems while cleaning and with the spinbuster it will be solved
so it will make them think that they are in the same situation and they will buy our product.

Another message objective will be to teach the audience that how they can use the product and what are
the different functions in this as it will be having different heads for cleaning different surfaces and also a
charger. This will work as an information function.

Big idea/creative idea

We will be hiring Pakistani celebrities and they will be using the product in the ad. It will also make the
life easy for its user as now they can clean all the dirt from there house very easily and in less time. It will
also be economical and will have many benefits as it will be easy to use and carry. This will be the first
electric cleaning bush in Pakistani market. As the bleach which is its complementary good have very
strong smell so the spinbuster has the feature which terminates smell and spread fragrance so it will work
as the unique selling point. The big idea will be that this type of product will be new in the market of
Pakistan and it will solve the problem that the people are facing and also it will save their time.

Advertising approach

In our TV ad we will be using heart and soft sell approach in which there will be story and it will show
that how with the help of spinbuster the audience can easily clean their house so it will touch their
emotions and they will likely to purchase as the ad will create the personal relevance as they are also
facing the same problem but with the help of spin buster their problem will be solved. We will also show
the functions of the spinbuster and we can use it.
We will be using head and hard sell approach in the print ad as it will give information about the product
that what features it has and how it is different from other normal brushes.

Key visuals:

In this ad, the most prominent visual is the character of Fawad khan. Celebrity endorsement was
done by him and he was seen throughout the ad. Another key visual was of a supporting role of a
female who was representing the public in this ad. The product itself was another key visual
which was shown to clean washroom and other stuff very much effectively. The use of blue and
white color is extensively there in the ad as these colors represent cleanliness, fresh and hygienic
environment.

Advertising format

We will be using different formats to give message to our audience as we will be using drama in our ad in
which we will show that how people are facing problem while cleaning the house and how the problem is
solved by the spinbuster. We will be telling its importance through story so the audience will have
personal relevance as majority of the people are facing same problem so they will relate it with
themselves and will buy the product. We will be also using some of the lecture in the TV ad as we will be
showing different functions of the product and ways to use it.

In the print ad we will be showing lecture as it will give information about the product itself and about its
features and how it is different from other products.

We will be showing that the brush will be available in low price and also it will save the time of the
consumers so it will be psychological appeal that is used in the ad.

Selling premise will also be used as the ad will be telling the product features as well as product claim
which will be that it saves time as compare to other old methods. The USP will be that it offers fragrance
which will terminate the strong smell of bleach and spread fragrance.
Storyboard of TVC campaign:
Print ad:
GIF ad:

https://drive.google.com/file/d/1660h7BqcaTLxInliLvg8j8H5LUkPAESi/view?usp=sharing

GIF has also been attached to email.

 References

https://thelogocompany.net/sparkle-and-shine-marketing-and-branding-for-cleaning-companies/

https://www.msi.org/working-papers/the-new-branding-imperatives-insights-for-the-new-
marketing-realities/

https://www.slideshare.net/romeo_reet/6-facet-of-advertisement

https://www.goonlinepapers.com/the-facets-model-of-advertising-effects/

https://www.amazon.com/Clorox-Scrubtastic-Multi-Purpose-Surface-
Scrubber/dp/B06X91VX2K

https://righttorisesuperpac.org/best-spin-scrubber-reviews/

https://cultbranding.com/ceo/create-strong-brand-positioning-strategy/

https://www.forbes.com/sites/forbesbusinesscouncil/2020/08/20/brand-imperatives-in-modern-
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